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October 2009 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction
Special Report
Course Guide
Spotlight
Destination
City Focus
Status

Contact Point:
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Status Survey

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Status: New Zealand 2008

The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics. 
 
If you would like to see the complete breakdown of data, please click here. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.

Key points

• Number of participating organisations in New Zealand survey: 11
• Total number of students at the organisations in 2008:
8,409
• Total number of student weeks in 2008, estimated:
92,499
• Overall average length of stay in weeks:
11
• Average cost of a one-month course, excluding
accommodation:
NZ$1,342 (US$895)
• Average cost of residential accommodation per week:
NZ$178 (US$119)
• Average cost of host family accommodation per week:
NZ$209 (US$139)
• Average commission paid on a language course:
21
None of the institutions profiled paid commission on
accommodation


Means of recruiting students in New Zealand 2008 Intensity of study (hours studied per week)

Agents 80%
Local bookings 5%
Internet 4%
Other means 11%

From 19.5 to 25 hours per week

Average = 22 hours


Total marketing spend by sector in %
Marketing budget by region (overall %)

Agency costs 40%
Travel costs 44%
Publicity costs 16%

Asia 62%
Latin America 11%
W Europe 9%
Middle East 8%
C&E Europe 6%
Australasia 4%


Top student nationalities in New Zealand by student weeks, 2008

1. Korean 27%
2. Japanese 17%
3. Chinese 9%
4. Swiss 6%
4. Brazilian 6%

6. Taiwanese 5%
7. Thai 4%
8. Other Australasian 3%
8. New Zealand 3%
8. Other Asia 2.5%


Student numbers by age range

8-11        1%
12-15      8%
16-18      11%
19-24      40%

25-30      25%
30-50      13%
50+          2%

Observations
• After Koreans and Japanese in the top two positions, the Chinese moved ahead of the Swiss with a nine per cent share of the overall market, 3.7 per cent percentage points more than previously (this corresponds with analysis by Statistics New Zealand, see page 7). Brazilians were also more numerous this year with a six per cent share. Meanwhile, there was some interesting diversification at the bottom of the table with NZ educators indicating a number of less common nationalities enrolling at their schools, such as Pacific Islanders and Filipinos.

• Providers tend to invest heavily in marketing in Asia (62 per cent of budget), with travel accounting for almost the same spend as agency costs overall.

• Eighty per cent of all business was generated via an agency, the highest figure of any country in 2008.

• Compared with our previous survey, average course prices were down by NZ$100. The comparative US$ conversion was cheaper too; US$895 as opposed to US$959 for the same price at this point last year.


Thank you to the following institutions for taking part in our Status survey:
Christchurch Polytechnic Institute of Technology, Christchurch; Edenz Colleges, Auckland; GEOS Auckland Language Centre, Auckland; King’s Education, Christchurch; Languages International, Auckland; Mount Maunganui Language Centre, Mount Maunganui; Rotorua English Language Academy, Rotorua; Seafield School of English, Christchurch; Eastern Institute of Technology, Napier; Embassy CES, Auckland; Taupo Language & Outdoor Education Centre, Taupo.

Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.


Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.

Name

Company
Country

Telephone

Email


ACCOMMODATION
Britannia Student
      Services  
Generator Hostels  
Hostel World  
NYC Language
      Vacations  
Smart City Hostels  
YMCA of Greater
      New York  

ASSOCIATIONS/
GROUPS
English Australia  
Geos North America
IALC International  
International House
      World Organisation
MEI Ireland  
Perth Education
      City  
Quality English  

EVENTS
Alphe Conferences  
British Boarding
      Schools Workshops
IALC International  
IEFT- International
      Education Fairs of
      Turkey  

EXAM BOARDS
IELTS  

SERVICES
InTouch
LTM Digital
StudentMarketing

TOURIST BOARDS
Malta Tourism
      Authority
Perth Education
      City  

WORK EXPERIENCE
Twin Group 
      (Ireland, England,
      USA) 

AUSTRALIA
English Australia  
Perth Education
      City  

CANADA
Bow Valley College
Geos North America

ENGLAND
Bell International  
      (Malta, UK)
British Boarding
      Schools Workshops
English in UK North
IALC International  
International House
      World Organisation  
INTO University
      Partnerships  
Kaplan Aspect  
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
Princes College
      School of English  
Quality English  
Shakespeare
      College
St Giles Colleges  
      (Canada, UK, USA)
Study Group 
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
      USA)
Queen Ethelburga's
      College  
The English School
      (Northumbria) Ltd.  
Twin Group  
      (Ireland, England,
      USA)
University of the
      Arts London -
      Language Centre  
University of Essex -
      International
      Academy  

FRANCE
IH Nice  
Universite de
      Paris Sorbonne  
SILC - Séjours
      Linguistiques  
      (England, France,
      Spain)

GERMANY
International House
      Berlin - Prolog  

IRELAND
Alpha College of
      English  
MEI Ireland  
Swan Training
      Institute  

JAPAN
Kai Japanese
      Language School  

MALTA
Clubclass
      Residential
      Language School  
EC English
      Language Centre 
      (England, Malta,
     South Africa, USA)
Malta Tourism
      Authority  

RUSSIA
Derzhavin Institute

SCOTLAND
EAC Language
      Centres and Activity
      Camps. 
      (England, Ireland,
      Scotland, Wales)
 
SPAIN
Escuela de Espanol
      la Brisa S.L.  
Malaga Si  

SWITZERLAND
EF Language
      Colleges Ltd  
      (Australia, Canada,
      China, Costa Rica,
      Ecuador, France,
      Germany, Italy,
      Malta, New Zealand,
      Singapore, South
      Africa, Spain, USA)

TURKEY
IEFT- International
      Education Fairs
      of Turkey  

USA
Califorinia State
      University
      Northridge  
Colorado School
      of English  
ELS Language
      Centers  
Geos North
      America  
Inlingua Language
      Centers  
NYC Language
      Vacations  
University of
      Arizona  
Zoni Language
      Centers  




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